Make up for shortcomings, promote improvement, and seek layout, Changsha, Hunan Province strengthens the construction of business circles——
Cultivate consumption carriers to release consumption potential (Economic Focus · Tapping Consumption Potential②)
As an important carrier of urban commerce, the commercial district is an important platform for improving consumption quality, improving consumption experience and promoting consumption upgrade. Changsha, Hunan Province puts the recovery and expansion of consumption as a priority, and strives to improve the quality and upgrade of the business district, accurately plans the commercial layout, and makes up for the shortcomings of the commercial ecology. With the goal of creating an international consumption center city, Changsha is speeding up the implementation of policies to promote consumption, driving the increase in online and offline consumption.
Since the beginning of this year, consumption in Changsha has gradually picked up. As a key business district, the Wuyi business district and other regional business districts such as Wanjiali, Meixi Lake, and Songya Lake, as well as special business districts such as Dawangshan, Malanshan, and Tongguan Kiln , have ushered in the return of popularity. In the first quarter, the cumulative number of people in the Wuyi business district reached 61.86 million, a year-on-year increase of 72%. During the “May 1st” holiday, the cumulative passenger flow of the May 1st business district exceeded 5.3 million, a year-on-year increase of 117.47%.
In February 2022, the “Implementation Opinions of the Changsha Municipal Committee of the Communist Party of China and the Changsha Municipal People’s Government on Creating an International Consumption Center City” was issued, and the construction of a business district was a key task. The local area will make up for shortcomings, promote improvement, and seek layout, accelerate the implementation of policies to promote consumption, give full play to the demonstration effect of consumption agglomeration in business circles, and focus on offline consumption to drive a simultaneous increase in online and offline consumption.
Introduce large-scale commercial projects to make up for the shortcomings of the industry
The Liuyang River flows westward and flows into the Xiangjiang River in Kaifu District, Changsha City. At the corner between the two rivers, Changsha Museum, Changsha Planning Exhibition Hall, Changsha Library, and Changsha Concert Hall attract a huge flow of people. At the same time, tens of thousands of residents from several communities in Xinhe Street are also living here.
“A few years ago, there was no large-scale commercial center in the area, and residents would often go to the business circles adjacent to the area for shopping and consumption.” The relevant person in charge of the Kaifu District Commerce Bureau said.
In 2020, the Changsha Beichen Delta Joy City project was introduced and landed. After a year and a half of main renovation and decoration, it will officially open to the public in 2021. The introduction of new projects has significantly improved the consumption convenience of surrounding residents. In order to meet the diversified consumption needs of residents, the project has also carried out renovations for the shortcomings of the business.
“For example, there are more family group citizens and tourists coming to the ‘three halls and one hall’, but before this area, there were few cultural and entertainment consumption carriers, and the categories were relatively single; after viewing the venues, the number of places for family dinners is also limited. Consumption is restricted.” The person in charge of Changsha Beichen Delta Joy City project said.
Today, a total of more than 5,000 square meters of cultural theme space has further enriched the cultural consumption formats of Joy City. After watching the show here, you can also eat in specialty restaurants. Consumers can realize one-stop life supporting services such as “clothing, food, housing, transportation, culture, travel, and shopping” without leaving the business district.
“As consumption becomes more and more convenient, the popularity of the Joy City commercial district is increasing. Since March, the average daily number of visitors to Joy City has exceeded 25,000, and the number of visitors has more than doubled during weekends and holidays.” Project The person in charge told reporters.
According to reports, the commercial department, together with departments of natural resources and planning, housing construction, water conservancy, and transportation, re-planned the parking lot along the road along the river, and opened up a convenient passage from the parking lot to Joy City for consumption.
In this regard, the person in charge of the restaurant “Second Brother Pretty Shrimp” at the bottom of the river feels deeply. In the past, due to the imperfect channel facilities, consumers had to go around the interior of the mall to get to the restaurant, which greatly affected the ability to acquire customers. Today, before 4 p.m., there are people queuing up at the entrance of the restaurant. Even after the early morning, there is still an endless stream of diners who come here to consume.
The introduction of new projects has made up for the shortcomings of the industry and further boosted the vitality of the business district. Since the beginning of this year, Changsha has promoted the development and construction of the city’s business district in combination with the building of an international consumption center city, continued to promote the improvement of roads, transportation, shopping and other environments, enriched business formats, supplemented facilities, improved the service capabilities of the business district, and promoted the release of consumption potential.
Renovate and upgrade traditional business circles to create consumer brands
When the lights are on and the night is bright, the Yangfan Night Market in the Wanjiali business district of Changsha City, Hunan Province opens.
Chen Dang, the administrator of the night market, stood on the security observation deck, while observing the flow of people, he turned on his mobile phone and started the slow live broadcast of the night.
In the camera, on the two night market roads that criss-cross each other, stall owners are enthusiastically soliciting business, diners are thronging each other, and the whole night market is bustling with activity. There are also some tourists dragging their suitcases to take pictures and check in at the entrance of the night market.
Knead the dough, knead the dough, knead the stuffing, and fry it in a hot oil pan. With the sound of “sizzling”, the fragrance of green onion will rise into the nose with the fragrance of the noodles.
Not long after the stall opened, customers in front of “Xiaomi Scallion Pancake” had already gathered in a large circle, many of whom were attracted after watching the live broadcast of the stall owner Liu Huimin. While setting up a stall and broadcasting live, Liu Huimin, who has only set up a stall for half a year, had a daily turnover of less than 200 yuan at the beginning, but now it can reach up to 2,000 yuan.
And Liu Huimin is just one of the more than 500 stalls and more than 350 merchants in Yangfan Night Market.
In the past two years, in order to further enhance the consumption absorption capacity of traditional business districts, the Changsha Municipal Bureau of Commerce has continued to promote the upgrading of the soft environment for consumption in various business districts.
Located in the traditional Wanjiali business district, Yangfan Night Market starts with training the main body of business operations, strives to incubate a group of small and micro consumer brands represented by food stall owners, cultivates emerging consumption carriers, and enhances the attractiveness of the entire business district.
“Many stall owners didn’t know how to interact with consumers and how to attract customers when they first came to the night market to start a business.” Li Tianyong, general manager of Yangfan Night Market, said that for this reason, the night market offers training courses every Monday to Thursday afternoon, “from offline How to yell, how to live broadcast online, teach “dry goods” in each class, and encourage stall owners to build their own stalls as brands.” With the growth of a group of stall owners, many stalls have become well-known delicacies brand. In addition to local residents, many foreign tourists regard this traditional business district as a “must” when they come to travel.
“My friend came from Shanghai during the ‘May 1st’ holiday, so I brought her here specially.” Xie Jie, a tourist from Loudi City, told the reporter that compared with ordinary tourist spots, this place not only gathers special delicacies from all over the world, but also has many food stalls. The owners all have their own little unique skills. Watching them interact with offline customers while live broadcasting can add a lot of happiness that can’t be experienced in sightseeing.
From “delicious” to “fun”, the renovated and upgraded Yangfan Night Market has become a cultural and tourism brand symbol that tourists scramble to check in, and it also directly drives the passenger flow concentration of Wanjiali business district to significantly increase. Li Tianyong told reporters that during the May Day holiday, the Yangfan Night Market alone received more than 550,000 tourists.
Not only the Yangfan Night Market, but also from the “Fire Palace” to the “Rice Noodle Street”. After transformation and upgrading, the number of characteristic brands is increasing and their reputation is growing. Changsha’s traditional business districts are also gradually improving their cultural soft power. .
A large number of commercial districts such as Meixi Lake, Binjiang, Beichen, and Songya Lake have also created excellent and strong consumer brands, built their own marketing network, and closely integrated with the exhibition economy and leisure economy to become a cluster of business forms and complex functions. , A distinctive commercial, cultural and tourism gathering place.
Accurate positioning and planning of business district layout to meet differentiated consumption needs
On May 14, Xiong Juan, a citizen who lives in Pingtang Street, Yuelu District, came to Dawangshan Tourist Resort early and lined up at the departure station of Happy Yunba, ready to follow this “air train” to see the area The change.
“Growing up here since I was a child, I never imagined that the old industrial base could also become a check-in place for Internet celebrity cultural tourism.” Xiong Juan said with emotion.
This piece of land located in the north of Dawang Mountain in Xiangjiang New District, Hunan Province used to be a gathering area for polluting enterprises. A few years ago, after ecological restoration, Changsha City planned to build a modern commercial center here.
From what direction? Less than 5 kilometers to the north, a relatively mature comprehensive regional business district has been completed. When planning, it was considered that Changsha’s modern cultural, sports and entertainment projects are not complete, and the related demand is high, so it is moving towards the direction of meeting differentiated consumption needs.
With a clear development direction, the function of the entire area is positioned as an international-level tourist resort and a green new city integrating mountains, rivers and islands, and various large-scale comprehensive cultural and tourism industry projects are rapidly implemented. After several years of construction, it has gathered three theme parks, Happy Snowland, Happy Water Village, and Happy Ocean, as well as two citizen parks, a trendy commercial complex and a movie town, becoming a tourism complex with rich cultural and sports characteristics. Up to now, the Dawangshan Cultural Tourism Theme Business Center built with the above-mentioned facilities as the main body has attracted more than 2 million tourists to the entire resort, and realized revenue of nearly 300 million yuan, becoming a major engine of the provincial and municipal cultural tourism consumption market .
Today, Dawangshan Cultural Tourism Themed Commercial Center, Tongguan Cultural Tourism Themed Commercial Center, Malanshan Cultural and Creative Themed Commercial Center, Daze Lake Waterfront Themed Commercial Center and other characteristic business districts focus on meeting the differentiated consumption needs of citizens and improving consumption happiness feel.
According to the “Special Plan for the Layout of Commercial and Commercial Land in Changsha (2021-2035)”, Changsha will follow the development trend of commercial flattening, match the overall pattern of city-level land space, accurately position and plan the layout of the business district, and further guide the business district to focus on consumption segmentation market to meet the differentiated needs of consumers.
“People’s Daily” (Version 07, May 25, 2023)
(Editors in charge: Luo Shuai, Peng Yingbing)
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